THE DEVELOPMENT AND OPTIMIZATION OF THE CHANNELS THAT HELP CUSTOMER SEGMENTS FIND THE VALUE PROPOSITION AT SILVERINE CLINIC

Abstract

There is aggressive competitiveness in the beauty and personal care industry in Thailand which affects Silverine Clinic, Skin and Body Rejuvenation and Laser Center, needs to add value to the brand for distinguishing itself apart from competitors and maintain sustainable growth by developing and optimizing channels that help customer segments find the value proposition. This study provides the recommendations of what perceived value needs to be added in the business processes through understanding of how the customers perceive value of products and services and how the clinic communicates the brand to its target customers. The method used is qualitative analysis to identify and explain customers’ behavior, satisfaction and expectation, brand communications tactics with the five steps that customers make their purchases and four brand touchpoints concept. The findings indicated that Silverine Clinic delivers value through skillful diagnosis and treatment only done by dermatologists, high standard of product quality, truly nice services, premium price, and luxurious physical clinics. The recommendations are offered some tactics for helping Silverine Clinic improves the value proposition to its customers by arranging knowledge creation session for coaching new knowledge and giving some suggestions to the employees, creating complementary product chart, sending patient treatment result, making ready-made menu for foreign customers, and building the official website. These could create the competitive advantages which result in customer loyalty and long term profitability. KEY WORDS: VALUE PROPOSITION/ ADD VALUE/ CUSTOMER PERCEIVED VALUE/ TOUCHPOINTS/ BEAUTY INDUSTRY